摘要
在一个制造商和一个零售商构成的双渠道供应链模型中,引入策略型消费者这一变量来研究时装业传统渠道和直销渠道的定价策略。建立以制造商为主的Stackelberg模型,分析了在市场中策略型消费者的比例对服装业定价策略的影响,求出在集中决策和分散决策下最优定价策略。结果表明当市场中策略型消费者数量少且影响小时,制造商定价策略的主要对象是零售商;而当策略型消费者数量多且影响较大时,制造商定价策略的主要对象是策略型消费者。最后通过数值分析得出集中决策下的供应链利润高于分散决策下供应链利润,从而制定最优定价策略。
In the dual channel supply chain model composed of one manufacturer and one retailer, the variable of strategic consumer is introduced to study the pricing strategy of traditional channel and direct channel in fashion industry. This paper establishes a Stackelberg model based on manufacturers,analyzes the influence of the proportion of strategic consumers in the market on the pricing strategy of clothing industry, and finds out the optimal pricing strategy under centralized decision and decentralized decision. The results show that when the number of strategic consumers is small and the influence is small, the main target of manufacturer’s pricing strategy is retailer;when the number of strategic consumers is large and the influence is great, the main object of manufacturer’s pricing strategy is strategic consumers. Finally, through numerical analysis, it is concluded that the profit of supply chain under centralized decision-making is higher than that under decentralized decision-making, so as to formulate the optimal pricing strategy.
作者
曹文彬
黄思敏
CAO Wenbin;HUANG Simin(School of Business,Jiangnan University,Wuxi 214122,China)
出处
《物流科技》
2021年第11期1-6,共6页
Logistics Sci-Tech
基金
国家社会科学基金资助项目(16BTJ006)。
关键词
策略型消费者
双渠道供应链
定价策略
strategic consumers
dual channel supply chain
pricing strategy
